Proust, Escoffier, HM&P
The intuitions of artists never get the respect as truth realized that scientists get when they find ‘truth’ in the lab. On the other hand, it’s the rare scientist that brings home a Damien-Hirst-style paycheck. They probably both trump advertising, but us ad folks are always working somewhere at the point where art meets science.
Art and science rarely meet as completely as in Jonah Lehrer’s first book, “Proust Was a Neuroscientist”, which is an absolute must-read for anyone who wants to understand the brain, emotions, and what it all means for advertising. The connection he makes between the fundamental truths of what great artists take from their own brains, and the science that has validated those truths is absolutely spell-binding. If you want to understand how to change the way people smell, feel, and taste the world– which is to say, if you’re one of us adfolk, you must read this book.
And while you’re at it, don’t miss his blog, either. Probably even more worthwhile than keeping up with Ashton Kutcher on Twitter.
